產(chǎn)品管理：newproductstrategy(doc11)英文版-產(chǎn)品策略(完整版)
【正文】 iples, including: ? We will honor idea generation whether the idea works or doesn39。 advises. This includes resources for advertising, public relations and promotion. What sense is there in launching a new product without being able to spread the word about it? Another helpful internal goal: employee training. Staff members need to be educated on how to use and promote the new product. It39。 says. Without innovation, businesses fall prey to aggressive petitors, which in turn leads to waves of customer defections when someone else39。 stresses the role of marketing, in particular. Marketing considerations should start when the new product is still on the drawing board, he says. Ask all the basic questions, such as: ? Who is this new product for? ? How will it be used? ? How does it fit into our current line and how will it affect our future products? 6 Market research, whether conducted inhouse or through an outside agency, is the first essential step toward building a wele response to your new product in the marketplace. Webb urges panies to search exhaustively for the right product advantage. Early on, identify precisely what your customers want and need, he says. Use customerfocused research to guide the process. Use that same research to pinpoint what works and what doesn39。 and Webb, is differentiation. A product that genuinely sets itself apart from others succeeds by capturing larger market share and meeting other longrange sales objectives. This may seem obvious but if so, why are there so many me too products floundering in the marketplace? Gooz233。s not. Without a focal point within the anization, it39。t end there. The leader fes links with eventual suppliers and distributors, and always always incorporates customer needs and demands into the final product. At the same time, Gooz233。ll find that these manufacturers neglected to incorporate both quantitative and qualitative customer information in the process. Suggested methods for collecting customer data include: 10 ? Focus groups ? Surveys ? Customer site visits ? Interviews with distributors and/or retailers With prehensive customer research, product designers can better manage the process through a balance of verified customer desires and realistic anizational petencies. What does the Customer Want? Sometimes panies mistakenly conduct interviews with the intention of gathering new customers for existing products. If the goal is new product development, you shouldn39。 says. This should instead be a time for rigorous listening. Ask openended questions that are designed to reveal genuine needs and feelings among your customers. And then listen to the answers. Ideally, a crossfunctional product development team including representatives from manufacturing, engineering, operations, marketing, etc. should conduct these interviews. This way, critical functional areas arrive at a keener understanding of what the enduser needs and the environment in which they would use the intended product. Of course, not all panies can afford to do this. So whether you hire an outside marketing firm or use limited resources to conduct oneonone customer interviews, these are the types of questions you need answered: ? Who are our customers? ? What is their problem or need? ? How will the proposed new pro
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